Effectiveness of Technical Aspects of Informative Videos Regarding Paddy Straw Management

Paddy straw management poses a serious environmental and agronomic challenge in India, particularly due to widespread burning practices that cause air pollution. Informative videos developed by Punjab Agricultural University aim to provide sustainable solutions by educating farmers on eco-friendly straw management technologies. The study aimed to evaluate the effectiveness of technical aspects of informative videos on rice residue management and analyse their association with farmers’ socio-personal and economic characteristics. A quasi-experimental study was conducted in three districts of Punjab—Ferozepur, Sangrur, and Ludhiana—using multistage random sampling. A total of 180 paddy growers (120 experimental and 60 control) participated. Selected videos on in-situ, ex-situ residue management and fertilizer application were shown to the experimental group. The technical effectiveness of these videos was assessed using a three-point scale. Findings revealed that a majority of respondents rated background sound, shots/frames, and scene coordination as effective to highly effective. Overall, 55 per cent fell in the medium effectiveness category, 25.83 per cent in high, and 19.17 per cent in low. Significant associations were observed between effectiveness scores and variables such as age, education, extension contact, and mass media exposure, indicating the importance of personal and communication factors in knowledge uptake. The study recommends wider dissemination of technically sound, informative videos to enhance farmer awareness and adoption of sustainable residue management practices. These tools can be integrated into agricultural extension policies to curb stubble burning and promote eco-friendly farming.